Tag Archives: audience

It’s the latest trend in news and everyone’s following suit. It seems like there isn’t a news programme that goes by these days without some kind of reference to UGC platforms Twitter and Facebook. For some this represents an essential new connection to the audience, while others feel this is a perfect example of broadcast networks endorsing social networking brands.

There were plenty of examples people who were unhappy with BBC constantly referencing the websites (I shall try not to name them again, as the fear grows that I myself am endorsing them…) on the most recent episode of BBC’s Newswatch which can be watched here.

When talking to Former ITN Chief Executive and Ofcom Partner Stewart Puvis about the future of UGC he told me he thought that broadcasters could be in danger of unfairly promoting Twitter and Facebook. You can hear is comments below:

But what can we do about this when there only really is one place you CAN ‘Tweet’… should we be saying ‘we have received a social media commentary from one of our viewers’ ?? Or is that just taking political correctness to an unnecessary extreme?

When talking to BBC Breakfast Producer James Laidler I took the opprtunity to ask him what he thought of the idea that BBC, a public service broadcaster, might be endorsing online brands. He pointed out that the main platforms being used at the moment simply are Twitter and Facebook. He justified the BBC’s use of these services by saying that as a ‘public service broadcaster’ the Beeb has to take into account how its audience is digesting news and keep up to date with it.

Many people nowadays go straight to social networking sites to find out what’s going on. It’s therefore essential for networks to present news across these platforms in order to not fall behind. he also emphasised that the BBC Breakfast audience enjoy the interaction and direct connection that Twitter and Facebook create. He said “….”

Many journalists, bloggers and businesses rely on research surveys to direct their products and output.

Research surveys have been vital in the past but the top research executive of Procter & Gamble Co., (Joan Lewis) has said that she expects research surveys to dramatically decline in importance by 2020. The reason?- social media.

Joan Lewis, is responsible for P&G’s $350 million budget in annual market-research outlays. She has warned that the advertising industry should get away from “believing a method, particularly survey research, will be the solution to anything,” she said. “We need to be methodology agnostic.” However this doesn’t just apply to the advertising industry. It has more far reaching applications to any businesses or media.

Another important element P&G warned was that businesses are not being interactive enough. Indeed, P&G were the only UK company among the top five companies to use Twitter.

Joan told the conference: “The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research,” she said. “If I have something to say to that company now, there are lots of ways to say it.”

As UGC is recognised by big business we should realize it is just as important in our online community and journalism.

Using online polls, Twitter and other forms of trending provide an insight into the feelings of the online community. As the online community can include a whole strata of the public, it can offer a good cross section and therefore act as an accurate research facility. The ability to target a specific audience by targeting different social media forums is also a key advantage.

The Micro-Blogging UGC site that has 200 million users could be seen as either a new-age technology revolution or a symbol of how we have been changed by a new, faster, more public, digital age?

As we celebrate Twitter’s 5th Birthday I take a look at how Twitter has changed the way we communicate online, for good and bad and some important lessons we should learn.

* Faster Information

We should all be aware that information is far more accessible and fast than it has ever been.
From Eygpt to Libya to Katie Price’s love life: information can be shared across the world, in real-time via mediums like twitter than it has been. As such it could be seen as one of the first port of calls for any journalist to turn to in trying to verify information.
We just need to exercise caution in verifying our sources.

* Information Whenever, Wherever

The nature of mobile internet on our phones and laptops we can receive Twitter alerts wherever, whenever. This mobile nature allows us to access information in real-time. This allows us instant access to immediate reactions to situations, be it earthquakes of The Only Way Is Essex, judging public opinion. The #hashtag tool allows you to keep up with trends in the internet and find subjects quickly.

* Online Community and Inclusion

As Miley Cyrus (among other celebrities) return to Twitter this week, it seems as if we can’t escape the online community of Twitter. Nor should we want to be excluded from the Twitter community, for fear of missing the exclusives, and yes even the gossip that Twitter provides. Which leads nicely on to my next point…

* Openess

We thank Twitter for creating the perfect portal for sharing our thoughts with thousands of other people. This provides a forum for those who have taken to Twitter tend to share a lot more about themselves than may be considered wise. This is not just a non too subtle nod at Mr Sheen, but also the like of PJ Crowley, sacked as US State Department Spokesman for his Twitter comments.
Interactivity is also promoted by Twitter, as you are encouraged to interact with the online community. This allows people unprecedented access to people around the world.

While Top Tweeters are still celebrities and traditional heavyweights of media, it also gives the bloggers, podcasters and online journalists an audience, allowing them a medium to share their journalism, ideas or agendas.